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Sales funnels, from real DTC brands

A sales funnel is the path from an ad to a purchase: the ad, the page it opens and the offer.

See funnel examplesStart from a funnel

Three stages, one page for each

Each stage answers one question. The page you send traffic to should answer it.

  1. 1 · Top of funnel

    Do I even have this problem?

    Cold traffic from Meta and TikTok ads, creators and search.

    AdvertorialListicleQuiz

  2. 2 · Middle of funnel

    Is this the right product for me?

    Warm traffic from retargeting, email and SMS.

    Quiz resultComparison pageReviews page

  3. 3 · Bottom of funnel

    Is this the right price, right now?

    Shoppers ready to buy, from retargeting and cart reminders.

    Offer pageBundle pageProduct page

Five funnels DTC brands run on Meta

Counted from active Meta ads and the pages they link to.

Real funnels, from ad to page

What the ad says, the page it links to, and why the page holds the click.

Quiz funnel

IPSY

The ad: “Enjoy $10 off your first bag”

IPSY's beauty quiz on a phone: “What is your skin tone?” above nine shade buttons from fair to very deep

Question one is nine skin-tone swatches, so the first answer takes a single tap.

Advertorial funnel

Overtone

The ad: “How brunettes go from 'my hair is so dull' to getting their shine back.”

Overtone's article on a phone: the headline “Somewhere between 35 and 39, I became a woman with plain hair” over a first-person story

A first-person headline with an age range lets the right reader see herself in line one.

Listicle funnel

Catalyst Pet

The ad: “Stop overpaying for clay.”

Catalyst Pet's listicle on a phone: a review count, “The highest performing natural cat litter on the planet”, a Shop now button and the CAT30 code

A review count, award badges and the discount code all fit on the first phone screen.

Funnel pages on your own store

Funnel builders host your pages on a separate site with its own checkout. Replo builds advertorials, listicles, quizzes and offer pages on your own domain, with your Shopify cart and checkout behind every button, so each order lands in the store you already run.

Start for freeReplo vs ClickFunnelsReplo vs HighLevel
  • Your Shopify cart and checkout
  • Your products and prices
  • A page per ad, audience or offer
  • Heatmaps on every published page
  • Live on your own domain

More real pages and ads

Sales funnel questions

What is a sales funnel?
A sales funnel is the path a shopper takes from first seeing your brand to buying. For a DTC brand it is usually an ad, the landing page it opens and an offer. Each step answers one question, so fewer people drop off before checkout.
What are the stages of a sales funnel?
Most teams use three: top of funnel for cold traffic that doesn't know the problem yet, middle of funnel for shoppers comparing options, and bottom of funnel for shoppers ready to buy. Each stage needs a different page, from an advertorial to an offer page.
Do I need a funnel builder if I already sell on Shopify?
No. A funnel builder hosts pages on its own site and checkout. Replo builds advertorials, quizzes, listicles and offer pages on your own domain with your Shopify cart and checkout, so orders, customers and discounts stay in one store. See Replo vs ClickFunnels.
Which funnel works best for ecommerce?
It depends on what the shopper doesn't know yet. Quizzes suit products with a choice to make, advertorials and listicles suit products that need explaining, and offer pages suit shoppers who already know the product. Most of the brands here run more than one.

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